When Kevin Fortuna and I started building Lot18 in late 2010, we wanted to create a new way of discovering and shopping for wines and gourmet products curated by experts. We wanted our new marketplace to be focused on you, the customer. While we accomplished a lot in 2011, our first full year in business, we fell short on some of our expectations for a simple reason: We didn’t build quite the customer-centric experience we envisioned. You have validated this through your feedback, and it’s now time for us to act on your constructive criticism.

Below are the core issues that you and other customers have identified as in need of immediate improvement. We’re addressing these items now to ensure not only that we meet our goal of becoming the largest marketplace for wine and gourmet products driven by discovery, quality and access, but that you have a reason to remain loyal to Lot18 and to sing our praises.

So without further ado, here’s what you can expect to see in the weeks and months ahead:

Less Email
You’ll be able to set preferences for the types of offers you’re interested in. For example, if you’re not interested in gourmet foods, you won’t receive email about those offers. Or if a wine isn’t available in your state due to compliance reasons, you won’t be emailed about it.

More Personalization
We’ll recommend wines based on your past orders, ratings and preferences, and do a better job of procuring wines and gourmet foods that you and members of your social network are asking for. We’re focused on creating feedback loops so you can tell us what products you want to see on Lot18, and we’ll go out and get them for you.

Speedier Shipping, Better Service
We endeavor to have all shipments delivered to you in no more than five days, preferably much sooner. In addition, you’ll have better communication from us as to where your delivery is at any given moment. If there are delays, expect us to communicate these issues proactively so you are not left wondering. In addition, a Member Services phone number will be promoted throughout the Lot18 site so you always have someone to call should you have questions.

More Shipping Options
We understand that shipping costs and limited shipping options are the biggest barriers to purchase. To that end, we want to be able to offer you more flexibility. For instance, we’re building a queue-management system that will allow you to build a case or half case of wine over time. Once you build up the full number of bottles, all your wines will then be sent out together so you avoid the shipping charge.

We have several other plans in the works, but these are the ones that you’ve raised as the most important. We’re always eager to receive more feedback, so if you have other ideas or improvements you’d like to see, continue to send us comments at service@lot18.com.

Thank you, and we’re looking forward to making Lot18 an even more enjoyable part of your 2012.

Philip James
President and co-founder